In­sta­gram and the blog world know Dani Capps as half of @it­sthose­blon­des and those­blon­des.com, both a heady mix of girl power mo­ti­va­tion, beauty tips and hi­lar­ity. The one­time makeup artist earned her stripes help­ing put Rain Cos­met­ics in front of the celebs who would make it fa­mous (Holly Madi­son, Lara Croft, Michael Boy­chuck). When she met Sloan Had­field (Miss Ne­vada USA, 2005) nearly 10 years ago, “We con­nected over our shared vi­sion,” Capps says. “Makeup doesn’t make you beau­ti­ful, it only en­hances your nat­u­ral beauty.” Th­ese days, she says, makeup is con­fus­ing. “You can’t go 10 min­utes with­out be­ing bom­barded with pore­less, air­brushed, fil­tered pho­tos. Am I sup­posed to look like this? We wanted to fo­cus on the fun and the play­ful side of makeup, and less of the ‘fix me!’ part.” En­ter the duo’s new brand, Thea Cos­met­ics (thea­cos­met­ics.com), a line of hy­poal­ler­genic, fra­grance- and paraben-free matte and demi-matte lip­sticks with a mis­sion: “A por­tion of all Thea’s pro­ceeds goes to­ward or­ga­ni­za­tions that en­cour­age girls, teens and women to pur­sue ed­u­ca­tion and build con­fi­dence and self-es­teem.” Even th­ese two gor­geous women know that lip­stick isn’t a sil­ver bul­let. “We’re not mod­els; we’re not 22,” Capps laughs. “This is how we look in Thea, and this is our style. We have pores and some rolls, but we’re hav­ing fun.” And with the gor­geous hues of their first col­lec­tion, with names like “Dark Desert High­way,” “Page Me” and “Bad Mama Jama,” you will, too.

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“We wanted to cre­ate a line with some pos­i­tive vibes,” says Dani Capps (left).